An exploration of the role played by attachment factors in the formation of social media addiction from a cognition-affect-conation perspective

Abstract

More and more users are overusing social media and the situation is getting worse, yet there is still a lack of research on social media addiction. Based on attachment theory and the Cognition-Affect-Conation (CAC) framework, this study combines the perception of intrinsic motivation and the technical features of social media as extrinsic motivators and explores the formative factors in social media addiction. The results show that social media addiction is determined by an individual's emotional and functional attachment to the platform, and that attachment is in turn influenced by intrinsic motivation (perceived enjoyment and perceived relatedness) and extrinsic motivation (functional support and information quality). The SEM-PLS technique was used to analyze the data collected from a questionnaire survey of 562 WeChat users. The results showed that social media addiction is determined by an individual's emotional and functional attachment to the platform. This attachment is, in turn, influenced by intrinsic motivation (perceived enjoyment and perceived relatedness) and extrinsic motivation (functional support and informational quality). The study first explains the latent antecedents of social media addiction. Second, it examines user attachment, particularly the role of emotional and functional attachment, and explores the platform technology system, which plays a key role in the development of addiction. Third, it extends attachment theory to the study of social media addiction.